CDE project 1 section 5: subvert expectations.

Enhancing the ways we use language

Andrea Macrae and Chris Washington Sare, April 2017

Reviewed by Matthew Sherrington

5. Subvert expectations.

Having a clear and distinct identity, as described in recommendation 4, also enables some playfulness with the parameters of that identity. Supporters report weariness about the repetitive, predictable and formulaic nature of charity appeals. [1] The norms and conventions of particular kinds of charity communications (direct mail, TV advertisement, etc.) and of particular channels of communication (email, telephone, etc.) can and should be deviated from occasionally, to keep supporters interested and engaged. [2] A dominant ‘formula’ actually offers a lot of scope to exceed and challenge expectations, creating ‘surprise and delight. [3]

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About the author: The Commission on the Donor Experience

The CDE has one simple ideal – to place donors at the heart of fundraising. The aim of the CDE is to support the transformation of fundraising, to change the culture to a truly consistent donor-based approach to raising money. It is based on evidence drawn from first hand insight of best practice. By identifying best practice and capturing examples, we will enable these to be shared and brought into common use.

So often people in business inadvertently use language inappropriately, whether as insider speak, jargon, acronyms or just with insufficient thought, consideration or respect. This project will share good practices plus examples of common misuses to help fundraisers use language appropriately so they can swiftly yet significantly improve the donor experience.

Named, and ideally pictured, people who are most directly involved in delivering solutions to beneficiaries show the ‘human face’ of the work of the charity and provide readers with an identifiable connection.